Jigsaw Consortium seeks agency to improve database management

Jigsaw Consortium, the direct marketing initiative set up by Unilever, Cadbury Schweppes and Kimberly-Clark (K-C) in 1997, is understood to be talking to direct marketing agencies in a bid to beef up its database management.

It is believed that OgilvyOne and WWAV Rapp Collins are in the final shortlist.

The Jigsaw Consortium was set up to stave off the threat from own-label brands and sell directly to the public. Following the launch, Jigsaw announced that initiatives would include cross-selling promotions. But insiders say that such promotions have been few and far between.

Former drinks company Bass – whose brands are now split between Interbrew and Coors Brewers – was also a founding partner of Jigsaw, but pulled out after one year.

Last year, Jigsaw parted company with managing director Liz Harlow. Her role was taken by Cadbury marketer Georgina Walter. Walters’ title at Jigsaw is general manager.

Jigsaw also launched a customer magazine, Voila!, to serve as a relationship marketing tool. The magazine, which was published three times a year, was discontinued this summer. It is understood that it was axed because it proved to be an ineffectual method of data collection.

A spokeswoman for Jigsaw says: “The consortium is planning to enter into a partnership with a third party and is talking to potential partners. A decision is likely to be announced next year.”

Latest from Marketing Week

Marketoonist on PowerPoint pitches

The Marketoonist

Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here Tom Fishburne will be speaking at the Festival of Marketing, which is taking place on 4 and 5 October at Tobacco Dock. To find out more information, including how to book tickets, visit […]


Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

Register and receive the best content from the only title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now


Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we will be your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here